WELLINGTON, Sept. 9 (Xinhua) -- New Zealanders will be urged to "Give it 100 percent" during Rugby World Cup 2011 to ensure visiting teams and supporters have an unforgettable experience, New Zealand Rugby World Cup (RWC) Minister Murray McCully said on Wednesday.

    McCully launched the government's leverage and legacy plans at a Parliamentary function on Wednesday attended by New Zealand Prime Minister John Key, and International Rugby Board Chairman Bernard Lap asset and Chief Executive Mike Miller.

    "RWC 2011 is an unprecedented opportunity for New Zealand. It will be the biggest event ever held in this country, and we plan to make the most of it," McCully said.

    The Cup will inject over 500 million NZ dollar (345 million U.S. dollars) into the economy, with around half of that going into Auckland. It will also attract over 60,000 international visitors and a global television audience of over 4 billion.

    McCully said the government had been developing three main work streams as part of its "New Zealand 2011" strategy: A host strategy, a festival program and a showcase program.

    The "Give it 100 percent" strap-line has been selected to spearhead the hosting program because of its consistency with the "100 percent Pure New Zealand" campaign used to promote New Zealand as a tourism destination.